In this post, we will reveal the significance of CAPTCHA in web security and why you should use it on your website?

In this digital age, every primary internet user must have encountered the CAPTCHA when visiting certain websites. 

What is CAPTCHA?

If you ever wondered what it means, CAPTCHA entirely means “Completely Automated Public Turing Test to tell Computers and Humans Apart.”

CAPTCHA is a program that checks if the website visitor is a human or some malicious spambots. They are usually (but not only) randomly generated colorful text and distorted, so software robots are unable to interpret the text.

Why CAPTCHA? Those images are annoying.

For this reason, one may ask, “why CAPTCHA, and why should I incorporate it into my website?”

The CAPTCHA test emerged as a test to detect if computers possessed artificial intelligence, i.e., they could reason like humans. During this research, they discovered that some tests are easy for humans but very difficult for robots, and then CAPTCHA was developed.

Robots are sometimes used to wreak havoc on the internet. They are used by hackers to perform malicious tasks on the internet. However, with the implementation of CAPTCHA on a website, bots are granted no-entry.

Besides, CAPTCHAs are automatically generated and need no human maintenance. This means CAPTCHA could help keep bots off a website, without constant check or excessive spending.

Importance of CAPTCHAs in Web Security

A CAPTCHA is indeed not separating humans from bots for no reason. Here are some of the main reasons one should implement CAPTCHA on a website.

  1. Prevents DDoS Attacks

Sometimes, hackers flood a site with bot traffic. This makes it difficult or even impossible for legitimate users to access the website.

A DDoS attack is a common form of attack usually targeted at large scale websites that offer premium services, such as bank websites, web hosting companies, etc. This is done to get some of their traffic to a competing website.

Wikipedia suffered a DDoS attack, which made it inaccessible on September 6 and 7, 2019. Many other popular websites have also been victims of DDoS.

To prevent this scenario, the CAPTCHA is implemented as a preventive measure. A CAPTCHA makes it impossible for bots to gain access, thereby wreaking havoc.

  1. Protecting free sign-ups on websites

Create an unprotected free service, and you’ll see hundreds of sign-ups per minute. This happened to the earlier free mail services like Gmail and Yahoo! Mail.

With the advent of CAPTCHAs, however, these services can be protected and kept away from bots so that it can handle the requests of real humans.

  1. Prevents sensitive information from scrapers

Some bots are automated to copy confidential information from online sources. Such bots scour the internet in search of emails in text format. These emails may be used to create email lists that are then sold to people to buy.

Not protecting emails with CAPTCHA on a website can lead to the receipt of unwanted emails, due to the inclusion of one’s email address in unwanted lists. This could compromise digital security.

Therefore it is necessary to protect sensitive information, such as emails and phones, on one’s websites with CAPTCHAs.

  1. Secure online shopping

To maximize digital security, CAPTCHAs are generally integrated into online shopping websites, so customers could complete it before making any order.

If a CAPTCHA is not implemented in online shopping website, a spam bot could utilize the opportunity to get hundreds of giveaways, and even complete fake orders and disrupt customer service using DDoS attacks.

  1. Keeps webpages safe from bots

Sometimes, it may be desirable to keep some websites un-indexed and not discovered by search engine bots.

However, the HTML tag does nothing to stop bots from getting access. All it does is to tell the bots, “you are not allowed.”

To keep your web page safe, it is essential protect it with CAPTCHA web security.

  1. Prevents dictionary attacks

Ever heard of brute force? It’s a system where an automated program tries guessing a user password by trying hundreds of guesses per minute. This can compromise digital security and lead to the loss of information, to bots.

Brute force can be attacked simply by using CAPTCHAs. The bot isn’t able to solve the CAPTCHA, so brute force is impossible.

Are CAPTCHAs effective for Web Security?

captcha web security

So far, CAPTCHAs have performed their duties, to a large extent. However, with the advent of modern technology and even more sophisticated artificial intelligence, some programs are gradually outsmarting CAPTCHAs.

When this was discovered, it was quickly attended to, and a new generation of CAPTCHAs evolved. This became known as reCAPTCHA.

No matter how annoying a CAPTCHA might look, you should have it on your website for improved digital security.

Was this helpful?


What are Cyber Threats? How to Secure your Computer against Cyber Threats?

Exclusive Interview with SpyCloud’s CEO and Co-Founder Ted Ross

10 Best Antivirus for a Basic Laptop [Must Read]

How to Secure Your WordPress Website from Hackers

Chandra Palan

Chandra Palan

Chandra Palan is an Indian based in Australia with her husband and kids. When not writing bestselling novels, Chandra likes to sing.

Chandra Palan

Latest posts by Chandra Palan (see all)

Every year companies invest billions of dollars collecting customer data to apply to marketing analytics. According to a recent CMO survey, reliance on marketing analytics to make decisions has increased from 30% to 42% in the past five years, with B2C companies using analytics the majority of the time.

At the same time, identifying the right data continues to be a challenge for brands. As my business partner and Wharton School Professor Eric Bradlow has highlighted many times before, CMOs and their teams need to focus on “better data, not big data.” And yet, we continue to see companies cast a wide net, collecting any and all available data, rather than taking a more targeted approach.

This is a discussion that’s happening with increasing regularity at the CMO and board level. To be successful, marketers must not only identify, but hyper-focus on applying the right first-party and third-party data to anticipate and meet the needs of their target customers.

To discuss this topic in greater detail, I recently chatted with Gartner Senior Director Charles Golvin. Our conversation, coupled with my own experience, solidified three areas companies need to focus on to identify, collect and apply better data… while maintaining transparency with customers.

1. Find the right balance

Over the years, I’ve worked at many organizations which take a data-driven approach to marketing. These include T-Mobile and Microsoft, and while they each have their own particular strengths, there are some common missteps that even very large, well-funded enterprises make when identifying what first and thirdparty data to focus on, to guide their brand and marketing strategy.

One common challenge is that companies tend to rely too heavily on data alone when crafting their marketing and product strategies. In some cases, companies seek out more and more data – in effect creating an ever-expanding “data lake” for the organization to draw from. The collection of data sometimes becomes a goal itself, losing site of the rationale and practical use for these data. 

As Golvin notes, “We continue to see a ‘more is better’ attitude  inside many organizations, collecting data for data’s sake, without fully considering the risks and do we really need it.”

In addition to the downside risks, collecting terabtyes or petabytes of data to consolidate and apply to business or marketing strategy is both expensive and sometimes impractical.

Companies can get stuck in analysis paralysis, or become overly focused on backwardfacing data, or vanity metrics, rather than getting into the actual signal of what’s happening with customers. In other cases, I’ve seen companies disregard customer data because they think it’s incomplete.

In both instances, it comes down to balancing the firstparty data you have available with direct customer feedback, as well as feedback from employees and business partners. At the end of the day, data needs a human filter and you need to strike the right balance to stay abreast of your target customers’ – and competitors’ – evolving behaviors.

2. Only collect data you can deliver value with

To adopt a leaner data strategy, brands need to hyper-focus on the needs of your target customers, and that starts with asking the right questions:

  • What data is essential to improving CX and Customer Lifetime Value (CLV) over time? 
  • When customers provide you with their personal data, what value are you offering in exchange?
  • What sources should we use for th data?
  • How can we minimize the amount of data our company collects (“minimum viable data”)? 

By asking these questions and sourcing the right data, firms are to better understand their target customers, their purchasing behavior, habits and preferences, and in turn deliver better products, experiences and marketing offers.

By creating focus, CMOs can also vastly improve ROI for their marketing analytics investment (another topic Eric and I recently explored with Charles).

3. Build trust and transparency with customers

Another key area that is paramount for brands today is being 100% transparent with customers in how they collect and use their data. The past two years have been absolutely littered with examples of brands that have not been transparent about how they collected or used customer data.

“Companies need to be more transparent about what data they use, while also understanding the pros, cons and risks,” shares Golvin. “More data doesn’t necessarily lead to greater business intelligence, and can expose your brand in ways that impact customer trust.”

Most consumers today are willing to share at least some of their personal data in exchange for a product, service or better experience from a brand they trust. At the same time, consumers have become far more leery of brands having access to their personal information, even when shared in aggregate or anonymously.

One Fortune 100 CIO, for example, told me that he has seven different email addresses he uses to try to manage unwanted email communications from vendors, a perfect example of the scattergun approach taken by some marketers, with seemingly no clue.

Collecting data, without making consumers leery of your brand, requires marketers to take the right approach. Brands should take a “minimum viable data” approach to collecting data, and then need to be clear about their intention and tell customers what data they are collecting and why.

When the right data are collected in the right way, brands can not only build trust but also improve CLV, brand equity and loyalty over time by delivering more personalized and relevant experiences.

Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.

About The Author


Why Does Animation Matter?

We may not be fully aware of it, as it is one of those things we often perceive on a not entirely conscious level, but us humans – we simply love animation. There is something in that weird mix of imagery and motion that continues to surprise us even though we know how it’s made.

This, however, makes animation sound like a magic show. We simultaneously want and don’t want to know “how they do it.” But, it’s more than just that. When it comes to UX, in order to really delight us, animation has to perform a function. For example, it can show us when a process is completed or it can let us know we’re doing something right. And that’s what we call functional animation.

It’s clear that animation comes in many forms and with many purposes. Animation created for entertainment is one thing, but what we’re talking about here is animation that has a particular UX purpose. It serves a very specific function, so we’ll call it functional animation.

This kind of animation is subtle, unobtrusive, doesn’t take up all of the focus to itself, and has a clear purpose. Or better – several purposes, as animation is often multi-functional.

In web design, functional animation helps the visitor understand the intrinsic rules of the page. It promotes page navigation and helps users perform simple little tasks like getting from one location to the other or completing a process, such as filling in a form.

Animation is not essential to a website. A site can very well exist without it. As we said earlier, good UX animation is so organic and subtle, we often don’t even register it with our conscious mind. But we would definitely notice if it was not there.

Imagine something as “basic” as a preloader (the animated icon that you see on the screen while a page is loading). These days, most websites have it. Now, imagine if they didn’t. Whenever it took a web page longer to load, you’d think it had crashed or that your connection was lost. The preloader is a subtle and immensely efficient way of saying that everything is okay, the content is loading and it will be handed to you in a few second.


Whether it’s finding accommodation, booking a restaurant, choosing a new car or upgrading software for your business, reviews will impact your purchase decision.

Indeed, nearly 95% of shoppers read online reviews before making a purchase, which will have a huge impact on website conversion rates. It’s therefore vital that marketers know how to harness usergenerated reviews to their advantage through a proactive review management workflow.

Customers are reading your reviews – don’t ignore them

With the rise of social networks and online review platforms, customers are now more informed than ever before on brands and what others are saying about them. There’s now a plethora of information available to users conducting a quick Google search for “[A BRAND] reviews” which will impact their decision to either get in touch or make a purchase.

Third-party review websites covering various topics are businesses in themselves. Trustpilot, HomeAdvisor, Feefo, Yelp and many more review aggregators make money from businesses who pay a small fee to actively manage what customers are saying about them online. Add to this the fact that most online stores feature customer reviews of any given product and you start to appreciate the impact they can have on customer trust and website conversion rates.

Indeed, 93% of customers are now using reviews to assess the quality of local businesses (BrightLocal), while 72% of customers reportedly don’t take action until they’ve read reviews of a product or service (Testimonial Engine). Instead of leaving review management to your customer service team, reviews should be treated as a marketing conversion lever and managed accordingly.

How then can you keep tabs on what users are saying about your business? All companies are to a certain extent at the mercy of third-party review management sites, so it’s important to monitor and manage this process as best you can. Not forgetting the techniques you can employ on your own web properties to boost trust in your brand through displaying testimonials, client logos and so on.

Create a proactive review management workflow

The review economy relies on consumers willingly sharing their experiences. For customers to write reviews, we need to understand why any consumer would take the time to provide their thoughts on the experience they had with a product or service.

Most reviews are triggered by exceptionally positive or negative customer experiences. These customers will look for a place to share their experiences if they’re not addressed by the company in question to their satisfaction.

Oftentimes, customers just need a gentle push to leave a review. According to BrightLocal, 68% of customers have reportedly left a local business review after being asked to do so. Power Reviews finds approximately 80% of reviews originate from email requests for customer reviews.

Proactively requesting reviews is one way of negating the risk of negative reviews happening in the first place while at the same time encouraging positive customer reviews.

As an example, the following review management workflow could be used to funnel customers into a post-sale or service first-party review process. This means you manage the collection of the ratings as a first step, enabling you to funnel negative customer experiences directly to your customer service team, and encourage customers who have left favorable ratings to go online and spread the word.

alerts is a free tool used to monitor a selection of keywords, which in this case (review and reputation monitoring) would be your brand name.

While it’s not as refined as many paid for reputation management tools, it’s another costeffective method of keeping on top of what people are saying about your brand online.

Review Trackers) and your lack of response could have a negative impact on your brand perception, especially on social media.

Sign up to review platforms

As the volume of dedicated review platforms expands, it’s important that you claim and maintain a presence on each of the major platforms in your location and niche.

Major platforms such as Yelp and Google My Business are necessary for all types of businesses and should be claimed and updated as a basic first step for all business owners.

You’ll notice that Google My Business dominates the review landscape for the vast majority of navigational and local queries on Google. Just type your brand and a local keyword into Google and you’ll almost always see Google My Business listings (the “local pack”) complete with reviews returned first.

trust signal that you should utilise wherever possible on your website to boost your conversion rate, and there are a number of different review formats you can utilise to do this:

  • Customer testimonials
  • Case studies
  • Service specific reviews
  • Product specific reviews
  • Third-party reviews and ratings

Don’t forget that 73% of consumers have more trust in a local business after seeing positive reviews, so don’t just rely on off-site reviews, ensure that potential customers have visibility of your reviews directly while browsing your site.

Responding to negative reviews

However well you manage your reviews, inevitably a few poor reviews will make it into the public domain. But don’t fear, the important part is how you respond and manage to them.

Responding to reviews gives the perception that you really care about your customers, and you should be prepared to not only thank customers for their positive reviews, but respond publicly to negative reviews in a proactive manner.

If you’re wondering how to respond to negative reviews, it depends a lot on the severity and nature of the review, but there are some guiding principles:

  1. Never be confrontational
  2. Address the root cause of the issue (listen to what your customers are saying!)
  3. Always respond and apologize
  4. Offer to make things right
  5. Say thanks
  6. Respond in a timely fashion


If you weren’t proactively managing your reviews before reading this post, hopefully some of these stats have changed your mind.

No matter what else you do to attract customers to your website or how much money you spend on advertising, customer reviews will play a role in your customers decision making process, so ignore them at your peril!

Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.

About The Author

Hallam. Ben specializes in SEO, paid search and web analytics. In his spare time, Ben is an experienced ice hockey player, currently representing the Nottingham Lions in the English National League.